INTERNATIONAL. The Moodie Davitt Report is proud to announce a comprehensive communications and visibility partnership with DENIZEN Destination, a new travel retail-focused enterprise arising out of the long-established, highly successful destination merchandise brand DENIZEN Bracelet.
DENIZEN* produces collectible destination fine jewellery souvenirs tailored to individual locations that convey a strong Sense of Place. It deploys minimalist yet inventive cut-out or engraving of a location (or local landmark or symbol) that allows customers to project their personal storied journey.
From today (1 February) DENIZEN Destination becomes the exclusive media partner of The Moodie Davitt Report’s extensive coverage of the all-important Sense of Place concept and of related destination merchandise content. The company also becomes a partner on our popular jewellery page, underlining DENIZEN’s rare status as both fine jewellery and destination merchandise.
A new Sense of Place column, in association with DENIZEN Destination, will provide unprecedented coverage of this dual sector and our related ‘Local Heroes’ series dedicated to championing national and regional brands.
Additionally, the company becomes the exclusive partner of our inaugural Sense of Place Awards, to be revealed in late 2024 (more details soon).
Unforgettable travel memories
DENIZEN Destination will exclusively serve the travel retail channel. It is led by Hong Kong-based Managing Director Estelle Baumann, who has served as Denizen World Brand & Travel Retail Director since October 2017.
“Our tagline has always been ‘Unforgettable travel memories’ and we intend to take that philosophy to new heights in travel retail,” Baumann told The Moodie Davitt Report.
“DENIZEN enjoys a unique dual status as both high-class jewellery and a world-class souvenir. Whether the retail buyer – or the customer is looking for a souvenir or high-quality jewellery, we fit the bill.
“Given that positioning, we aim to provide an exclusive Sense of Place concept to every retailer – and their consumers – in every location. No one-size fits all but elevated destination merchandise that ensures shopping is truly an experience part of the travel journey, on land, sea and the air.
“We are excited by our partnership with The Moodie Davitt Report – ‘the website that never sleeps’ – which we believe will provide a much-overdue focus on the key principles of localisation, personalisation and Sense of Place that are increasingly front of mind for travellers worldwide.”
The Moodie Davitt Report Founder & Chairman Martin Moodie said: “The Moodie Davitt Report is delighted to enter into such a far-reaching communications partnership so focused on a concept that we have always championed since our founding in 2002.
“Localisation is a must if travel retailers are to avoid the common perception of their stores being overly homogenised worldwide. The product offer – just like the design and fit-out of stores – is critical to that notion. We have known DENIZEN for many years. It is a remarkable entrepreneurial story that has grown from small beginnings with a single island destination-themed SKU into a worldwide force across travel-related stores.
“Now the brand is taking its focus on the travel ecosystem to a new level with its much enhanced focus on the needs of travel retailers and the evolving desires of their consumers.
“We are also thrilled to partner with DENIZEN Destination across our jewellery page and in our new Sense of Place and Local Heroes columns and for the inaugural Travel Retail Sense of Place Awards – all major initiatives designed to champion quality destination offerings and retailing.”
Note: Look out for our interview with Estelle Baumann coming soon. Contact: estelle@denizenworld.com
*About DENIZEN Destination
DENIZEN Destination is a privately held enterprise that has grown out of DENIZEN World. The DENIZEN brand has long been popular in the wider travel shopping ecosystem. It is currently sold by more than 6,000 retailers in close to 1,000 locations across 192 countries and territories.
The brand is available in a multitude of tourist locations worldwide, including luxury hotels and resorts; island-based fine jewellers; upscale gift shops; inflight duty free; airport stores; cruise and ferry lines across all seven continents.
DENIZEN is produced in-house in Texas, USA and comes with a lifetime warranty. Logistics are handled out of the Hong Kong office.
DENIZEN offers a range of accessories, including bracelets, necklaces, charms, earrings, cufflinks, keyrings and others.
Retail price points range from the classic Voyage collection in steel averaging at US$49 up to US$5k for 18kt-gold & diamonds. Typically, customers purchase 2.5 pieces, with an average basket size of US$125-150.
Features of the Voyage collection include:
– 2 styles in steel – 2 additional styles for the silver & gold lines
– 3 metal lines (steel, silver, & gold)
– 4 finishes (rhodium, yellow gold, rose gold, & black rhodium)
– 5 sizes: 3 standard (Mini – Small – Large) – 2 optional (Medium – XL)
Nearly 1,000 customised designs created (maps, skylines, monuments, emblems & symbols) for 8 collections coming in string or chain bracelets and pendants, charm bracelets, and bangles.
The almost infinite number of combinations is designed to provide every location with the perfect range, fully tailored to individual customers. DENIZEN is genderless, ageless, and timeless so every traveller is a prospective buyer. Sought after by tourists, expats, and locals, the brand appeals to solo travellers, vacationing couples, families and friends.
DENIZEN Destination helps train sales teams how to sell and upsell the brand. It also provides promotional campaigns and staff incentives, starting with free bracelets in initial orders for the retailer’s salesforce to wear.
All custom manufacturing is made to order based on a 60-day production lead time.
